IMPACT OF IN-STORE

BRANDING ON BRAND
SALIENCE

Submitted to: Submitted by:

Dr. Ankit Mahindroo
Project Variables
Dependent Variable: Brand Salience
Independent Variables: We have five Independent variables
1. Brand Image and perception: forming an image based on their interaction and experience with the brand
2. Brand Engagement: Process of forming an emotional or rational attachment between consumer and the
brand
3. Quality Engagement: Whether customer buys a product due to its quality.
4. Quantity Engagement: Whether customer buys a product due to its quantity.
5. Gaze and Shelf Life: customers buying intentions based on the gaze and shelf life of a particular brand.
Moderators: We have four moderators
6. Income Level
7. Education Level
8. Age
9. Gender
Hypothesis
• H0: Advertisements with all the attributes have same impact on purchase intention
• H1: Advertisements with Brand image and perception influence purchase intention.
• H2: Advertisements with Brand Engagement influence purchase intention.
• H3: Advertisements with Quality Engagement influence purchase intention.
• H4: Advertisements with Quantity Engagement influence purchase intention.
• H5: Advertisements with Gaze and shelf life influence purchase intention.
Conceptual
Model Brand Image
1. Income Level and Perception
2. Education Level
3. Age
4. Gender
Brand
Moderators Engagement

Brand Quality Independent

Salience Engagement Variables

Dependent Variable Quantity

Engagement

Gaze and Shelf

Life
 Questionnaire Designed
• Name
• Gender
• Age
• Educational level
• Income Level ( Per Annum)
• Emotional attachment towards your favorite brand
• Imagine you are at a Grocery Mart, you are buying the Chocolates of Cadbury, How familiar are you with this brand
• Imagine you are at a Grocery Mart, you are buying the Chocolates of Cadbury, Your last experience with our brand.
• Imagine you are at a Grocery Mart, you are buying the Chocolates of Cadbury, How likely are you to recommend this
brand to your ?friends.
• Imagine you are at a Grocery Mart, you are buying the Chocolates of Cadbury. Availability of products of our brand?
• Imagine you are at a Grocery Mart, how do you buy the Chocolates of Cadbury. How likely are you to purchase a product
of this brand?
• Imagine you are at a Grocery Mart, how do you buy the Chocolates of Cadbury. are you a regular customer of the our
products?
 • Imagine you are at a Grocery Mart, how do you buy the Chocolates of Cadbury. Do you prefer buying other products of the same brand?
• Imagine you are at a Grocery Mart, how do you buy the Chocolates of Cadbury. Is The brand presence is everywhere at mart or other stores?

• Imagine you are at a Grocery Mart, how do you buy the Chocolates of Cadbury. How satisfied are you with in product promotions at stores?
• Imagine you are at a Grocery Mart, how do you buy the Chocolates of Cadbury. How satisfied are you with in product promotions at stores?
• Imagine you are at a Grocery Mart, how do you buy the Chocolates of Cadbury. Do You see different promotions and discounts on products?

• Imagine you are at a Grocery Mart, how do you buy the Chocolates of Cadbury. Do You get some additional value in addition to the product
you buy?
• Imagine you are at a Grocery Mart, how do you buy the Chocolates of Cadbury. I buy the most familiar product among this product
category?
• Imagine you are at a Grocery Mart, how do you buy the Chocolates of Cadbury. I buy the product, which stands out on the shelf ?
• Imagine you are at a Grocery Mart, how do you buy the Chocolates of Cadbury. I buy the product, which i see the most?
• On a scale of 1-5, how likely are you to recommend to your favorite brand to a friend or colleague?
• How would you describe your last experience with a brand considering in-store branding?
• if your favorite brand isn’t available, Do you consider buying other brands?
• How familiar are you with your favorite brand’s products and services?

Link for the google form:

https://docs.google.com/forms/d/119LXH9ErlCabchreDeSU8kKZD7WdwusZcq8kYQ5qJAo/edit#responses
Data collected link
• https://docs.google.com/spreadsheets/d/1hPTH4s9N5tQiD3bOIdzg4S
7trfX-03rao6h4mmzQV_k/edit#gid=456494302
 Reliability analysis Results

Here is a snapshot of the collected data